Over the last few years we have been tracking British grocery shoppers and their claimed adoption of plant-based diets (vegan, vegetarian and flexitarian) and uncovering the motivations for reducing meat intake.

COVID-19 has led to a shift in priorities for British households, leading to interesting changes to shopping habits and attitudes towards veganism, vegetarianism and flextiarianism. This report reveals how attitudes towards and adoption of plant-based diets have changed over the last few years.